While we are big fans of getting our news across electronically, there is nothing like getting face time with the media.
We recently held our annual PrimaLoft NYC media event – and while in the past attendance has been a bit off due to layoffs, fear of leaving one’s desk, or just being too plain busy – this year’s event drew top-notch media to include the Today Show, O, The Oprah Magazine, Newsweek, InStyle, House Beautiful, Self, Shape, Good Housekeeping, Field & Stream, Lyramag.com, among many others. The journalists who attended were very appreciative of our effort to present the latest in outdoor apparel/gear, fashion and luxury bedding trends, along with numerous story ideas.
No doubt, media events in New York are an investment. In our 20 or so years of producing them, we recommend a few tips to make sure you achieve your anticipated results.
Make it convenient.
Select a venue that is easy for the media to get to and hold it during hours that work within their schedules.
Be creative and choose a theme.
Take the time to make the event a special occasion for the media. Selecting a theme will help you set the stage for props and decorations, catering, invitations, and music.
Allocate enough time for planning and set up.
Events always take more time than expected. Build in extra time so you are not stressed and exhausted when it’s time to meet with the media.
Expect the unexpected.
Inclement weather, detained guest speakers, missing deliveries, broken elevators…we’ve experienced them all! The best way to keep your cool, and sense of humor, when this happens is to come up with a list of “what ifs” and develop a back-up plan for each. And speaking of elevators…
Know the specs of your venue space.
There’s nothing worse than not being able to get your products or props into an elevator or doorway of your venue space. Get the measurements of elevators, doorways, and ceilings along with where light fixtures and outlets are placed.
A give-away or gift bag helps.
Who doesn’t like a gift? We have found that when a gift is offered, more media show up. It does not have to be extravagant, but a token of appreciation helps.
Remember the importance of the invitation.
You’ve sent your invitations and followed up. Your RSVP list is impressive. You’ve called everyone to confirm. Yet, the day of the event, only about half of those who said they would come actually came. A PR person’s nightmare! Words of wisdom and comfort from Richard Bangs, our friend, adventure traveler and author who has spoken at events all over the world help. “The real value of an event is your invitation and its reach as it sends the right messaging and raises awareness…the event itself is a necessary evil, but the promotion for the event is the real deal.” View those media who wanted to come but could not as a great opportunity to get back in touch.
Leverage your event.
Take photos and/or video of the event and post them on your website. Send the link to media who could not attend the event to give them a sense of being there. Send newsletters to customers or other constituents to let them know what you are doing to build your brand.
Hope this helps. We would love to hear some of your tips!
